The trick that nobody has told you when it comes to advertising on Facebook

For a year, a large part of my day was spent advising an agency's clients (or rather the account executive) on how they could make the most of their small budget for social media advertising.

It was a kind of specialty for me and, something logical given the profile of the agency, with small clients with niche or very specific products (think a small-scale beverage production company or a social interest fractionation) but they had the rarity of wanting to spend on digital marketers. While there were other people who were dedicated to content, I rather made the weights for guidelines to spend well and with strategies almost by hand (or artisanal) to impact efficiently.

We are entering the secret:

• The first thing I noticed was that the previous managers (a previous agency, generally of conventional marketing) or the internal managers, had an impressive laziness when stating that little justice was done to the contents.
• If the product were wines, they placed the most popular and, if anything, the category broadly. And that's it. Sure they didn't take more than 2 minutes, but - let's say - their 200 pesos of guideline gave them 35 reactions.
• The secret is this: Enter the Facebook Audience Insights to make a map of who our demographic is.
• We can meet those who already follow us and their likes on Facebook (shops, political parties, meme and news sites), but also explore the likes of the competition in an equal information dump.
  * Returning to the example of wine, perhaps you find out or verify that your competition has a taste for European football. It is useful information for the creative ares, and for you when designing an audience.
• The secret is coming: Here we enter a wormhole, in which we can in turn attracting fans of (following the example) European football.
• The secret is: a good audience encompasses at least 20 total interests in various areas: competition, cultural tastes, media affinities and even political figures.

In short: Do not be lazy when it comes to advertising. If you sell video games and choose "interested in Nintendo" and that's it, you're missing out on a ton of customers. Think and check your hypothesis in the mentioned tool, but keep in mind that to even have the doubt you have to have a previous investigation with the supposed tastes of your potential client.